Mobile Commerce in Brazil to Reach R $2 billion in 2013

Mobile Commerce in Brazil to Reach R $2 billion in 2013

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As a company, we’re used to seeing eye-popping mobile numbers from Brazil—we write about them all the time.

Yet this figure was still somewhat of a shock to us. And that’s because of the growth.

This R$ 2 billion estimate comes from  the Brazilian Chamber of E-Commerce (Câmara Brasileira de Comércio Eletrônico or Cámara-e.net).

This organization also provided the amount of m-commerce sales for Brazil for the first half of 2012: R$ 132 million.

Logically speculating, in the second half of 2012 we’ll see a similar amount of m-commerce sales in Brazil and the total will be R $132 + R $132= R $264 million.

A nice amount, but not earth-shattering. Yet what Camara-e.net is saying is that in 2013 m-commerce in Brazil will grow by R$ 1.73 billion in 2013—a gain of 657%.

That level of growth is what surprised us. We knew that Brazilians are going mobile in a huge way and are set to buy 15 million smartphones this year plus 2.6 million tablets.

But beyond enhanced mobile access, it looks like Brazilians are deeply changing their shopping patterns—and quickly.

What Brazil’s M-Commerce Shoppers are Buying
According to a recent study from Hi-Mídia and M-Sense, here are what Brazilians report buying the most with their smartphones or tablets:

  • 61%                 Electronics
  • 44%                 Tickets for movies, shows, theater
  • 39%                 Appliances
  • 38%                 Content like e-books
  • 36%                 CDs, DVDs, Blu-ray
  • 33%                 Books/magazines
  • 31%                 Sporting goods
  • 30%                 Travel: plane tickets, hotel reservations, etc.
  • 27%                 Magazine subscriptions
  • 26%                 Games

Other Key Data Points
The Hi-Mídia/M-sense study also revealed some other insights about Brazil’s m-shoppers that could be worth considering when developing a mobile strategy that targets Brazilians:

>MOBILE DEVICES START THE SHOPPING PROCESS
93% of Brazilian mobile shoppers use their smartphone or tablet to look for product information

>MOBILE DEVICES HELP WITH PRICE COMPARISON
63% of Brazilian mobile device users believe that mobile devices offer a way to find a better price when shopping in stores

>USERS SHARE PRICING INFORMATION THEY FIND ON THEIR MOBILE DEVICES

  • 62% send messages about product prices to their friends
  • 56% shoot photos of the products they want to buy

>BRAZILIAN SMARTPHONE/TABLET OWNERS TEND TO HAVE MORE QR APPS
39% have a QR app compared to 20% of American shoppers who scan QR codes and the 25% of shoppers around the world with QR apps.

>SECURITY IS A RELATIVELY MINOR BARRIER FOR MOBILE SHOPPERS IN BRAZIL—SCREEN SIZE IS MORE SIGNIFICANT

  • Only 21% say that security concerns keep them from shopping with their mobile devices
  • 36% say they don’t buy with mobile devices because the small screen makes it difficult

COMFORT, CONVENIENCE AND FUN ARE THE ADVANTAGES OF MOBILE COMMERCE FOR BRAZILIAN SHOPPERS
When asked to compare buying with mobile devices to computers to see which type of product was better, computers won out in several key categories, including security, ease of readability, pricing and ease in finding information. However, mobile devices win out in terms of comfort and convenience.

While this study offers some interesting data points about Brazilian mobile users and their shopping patterns, Google’s Our Mobile Planet study also shed light on this as well. You can find more about that here.

To learn more about how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

About Sergio Kligin@US Media Consulting

Sergio is the Ad Sales Director and Brazil Country Manager for US Media Consulting.

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